Entitled
The Rain In Spain Stays Mainly In The Plain, here comes a creative hurricane by the acclaimed editor and
publisher
Luis Venegas staring at the innovative J.W. Anderson’s archives. One
limited edition of 130 pages full of friends, photographed in his
hometown (Madrid) that celebrates the first series of the Irish
designer’s workshops. Luis Venegas, with his unstoppable passion for
edition already proven in publications as Candy, Ey! or Fanzine 137,
talked to us about his most recent project. And, as you would
expect, freedom is recreated, new senses are called out and artistic
intelligence echoes from each photo.
The Rain in Spain Stays Mainly in the Plain
is a very mind-speculative title. Where did it come from? Could you
share with us your own interpretation of it?
I'm afraid it's not that conceptual... It is the title of a fabulous
song from the musical My Fair Lady, inspired by Pygmalion by
the Irish author George Bernard Shaw. I've always loved that play and
that specific song. You know, an English teacher teaching a girl how
to speak properly using the sentence
The Rain in Spain Stays Mainly in the Plain as a sample of
correct pronunciation. I decided to photograph my Spanish friends
wearing British clothes designed by an Irish fashion designer. So it
kind of made sense for me, referencing so many different things just
by using this long weird funny sentence.
And how did this project start? Who came up with the idea?
I met Jonathan 3 or 4 years ago. I guess it’s accurate to say we both
like what the other does. So I was very happy and excited when he and
his team contacted me last October for this project. They told me
about the JWA Workshops and how they wanted me to be the first
contributor to create something special for them. I had total freedom
to create, so I decided to shoot my favourite pieces from the
J.W.Anderson’s archives, worn by my favourite people and friends in
Madrid. Some of them are well-known actors in Spain, some are
anonymous people and the only link between them is that I do like
them. I photographed all of them and we had lots of fun together. I
also enjoyed very much the image editing process and the designing of
the book itself.
For how long have you been working on this book?
I photographed everybody in December, a couple of weeks before
Christmas. We went to printers in the North of Spain on 14th January;
so the biggest challenge has been to get the 599 copies ready and
delivered on time for the opening on 28th January at the JWA Workshops
store in London last week!
Black and white photographs and a vibrant coloured cover: what was the
concept behind that decision?
There are also many colorful photographs inside the book. No big
concept behind, honestly... I just like how they look together. I just
wanted it to be done as spontaneously as possible. I like thinking and
planning, but I don't like to over-think about things, I prefer to go
ahead and make them happen.
And why including stickers in this edition?
Stickers are fun!
Working closely with J.W.Anderson and his collections must be a
one-of-a-kind challenge. How is working with him like?
It has been a great joy. Jonathan is one of the most exciting creative
minds working in fashion nowadays. It’s not just my opinion, it’s a
fact. I mean, it’s undeniable that every time he does something new
there’s a devoted audience –specially the younger fashionistas–
excited to see what he has done and very often trying to understand or
discussing the “why” behind his unexpected choices. That combination
of experimentation plus mystery plus surprise seems to be
irresistible.
Is there any particular piece of his collections that you considered a
dream to photograph?
I've always loved the Menswear Fall/Winter 2013 collection he did with
crop tops and shorts with ruffles for men. I loved to have those
photographed on artist Leo Rydell Jost. By the way, Leo has also
created nine special ephemeral compositions specially to be featured
in this book.
With limited editions, one autograph can turn out to be magical in the
maximum level. How did the book signing in London go?
It was super fun! Jonathan and I felt a bit like Danielle Steel and
how she must feel when she is signing books for her fans (laughs).
You once said that independence equals freedom, and freedom equals
happiness. And what are you calling happiness lately?
I call happiness spending time with my boyfriend, my dog, my family
and my friends. And working on my magazines and many upcoming
projects. I really love my job!